Cigna and UPMC Health Plans Lead in Digital Experience Satisfaction, Says J.D. Power
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Cigna Healthcare ranks first in member satisfaction with digital experience among commercial health plans, and UPMC Health Plan is the highest among Medicare Advantage plans, according to a J.D. Power U.S. Healthcare Digital Experience Study. The study, based on 6,259 responses, assesses satisfaction across five factors: visual appeal, navigation, information/content, speed, and telehealth. Despite these rankings, the report found health plans are lagging in digital experiences compared to other industries, with customer satisfaction with apps averaging 653 points out of 1,000 for commercial plans and 597 for Medicare Advantage plans, versus 794 points for wealth management companies.
Cigna Healthcare and UPMC Health Plan Score Highest in Digital Member Satisfaction
According to a new U.S. Healthcare Digital Experience Study by J.D. Power, Cigna Healthcare and UPMC Health Plan lead their respective fields in digital member satisfaction. The study evaluated responses from 6,259 members in terms of visual appeal, navigation, information/content, speed, and telehealth services.
In the commercial health plans segment, Cigna Healthcare scored 683 on a 1,000-point scale, edging out Kaiser Foundation Health Plan (680) and Centene (664). Conversely, CareFirst scored the lowest with 620 points. In the Medicare Advantage plans category, UPMC Health Plan led with 687 points, followed by UnitedHealthcare (650) and Cigna Healthcare (644), with Highmark ranking last (603).
The study also highlights that despite their progress, health plans still trail behind other industries in providing digital experiences. The average customer satisfaction scores for apps are 653 and 597 for commercial and Medicare Advantage plans, respectively, compared to 794 for wealth management firms, 700 for property and casualty insurers, and 672 for auto finance companies.
Moreover, the digital experience influences members’ perceptions of their health plans. Commercial plan members with satisfaction scores of 801 or above are 58% more likely to have a positive view of their employer. In contrast, 85% of Medicare Advantage members say they’re likely to renew, doubling the loyalty rate compared to low-scoring experiences (500 or below).
However, health plans often struggle to meet users’ needs for easily accessible information, impacting digital satisfaction significantly. When this requirement is met, member satisfaction increases by 83 points, but health plans fail to deliver 39% of the time. Moreover, satisfaction is highest among members who use the health plan’s mobile app (636 points), as opposed to a website (607 points) or phone (607 points).
In conclusion, the study underscores the importance of providing a top-notch digital experience for members, including easy navigation, clear explanations of deductibles and out-of-pocket spending, and intuitive design. Many plans still need to improve these basics to match the digital experience of other industries.
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